The performance effects of combining rational and intuitive approaches in making new product idea evaluation decisions

Empirical research on the performance effects of combining rational and intuitive approaches in making new product idea evaluation (IE) decisions is lacking. This research, therefore, empirically explores which combination of the two approaches improves the quality and speed of IE decision-making. To this end, an experiment with product development professionals was conducted that manipulated the use of four decision approach combinations in making an IE decision. The results show that only one combination, starting with intuitively analyzing the idea options and rationally considering the resulting intuition in making the final IE decision, leads to both the highest quality and speed. Keywords: New Product Idea Evaluation, Decision-Making Approaches, Decision-Making Performance